This section focuses on our seatbelt advertising campaign. Here you can learn about the approach behind the campaign, who we target and why. You can also see the advertising material we've produced.
A particularly hard to reach bunch of lads continue to not wear their seatbelt in a moving vehicle. They know about them but see them as an optional extra; they’re not something ‘proper’ adult men need to use. The aim of this campaign is to make the seatbelt a worthwhile item for them to wear. We want to bring ‘risk’ to the front of their mind and show them why they should always wear a seatbelt.